setpieceINSIGHTSSETPIECE INSIGHTS / YOUR GO-TO-MARKET AGENCY
We interview the people who understand your market—and turn those conversations into video, positioning and sales material your business can use.
For complex B2B technology companies whose product has moved on, whose founder cannot carry every sale, or whose commercial story needs to catch up. We bring technical understanding to the questions and commercial purpose to what comes next.
OUR SERVICES
Commission the content. Develop the proposition. Give sales a story they can use.
Start with the commercial priority. We combine these services around the audience you need to reach and the decision you need to move forward.
Develop the format, prepare the questions and host conversations with customers, practitioners and experts. Package the strongest material for the people you need to reach.
Expert interviews · YouTube programmes · Webinars · Social excerpts · Supporting articles
Clear sound, watchable framing and purposeful editing. Keep the moments of discovery, disagreement and people working something out.
Combine the conversations with workshops, desk research and product understanding. Establish what buyers care about, what alternatives they use and what your proposition needs to address.
Interview themes · Buyer insight · Competitive context · Commercial priorities
Turn emerging insight into a clear proposition: who the product is for, the difference it makes and the evidence behind the claim. Refine it as the work reveals more.
Positioning · Value propositions · Messaging frameworks · Product narratives
Apply the story to discovery questions, relevant demonstrations and materials buyers can share internally. Bring the questions and objections from those conversations back into the work.
Sales narratives · Demo guides · Buyer decision briefs · Objection handling
Give your champion a clear account of why change, why this product, what supports the claim and what implementation will take—ready for conversations with finance, IT and the people who will use it.
We agree the audience, editorial direction and brand boundaries before recording. That gives each format room for personality and genuine conversation, with a practical review process and the important details intact.
OUR APPROACH
Discovery should produce something people can use.
Interviews, workshops, desk research and reading prepare us to ask better questions. Each conversation creates material to publish and insight to sharpen the proposition. What the market says next informs the next round.
Each cycle creates two outputs: something worth publishing, and something the business can learn from.
Reach the audience with an expert conversation, then create social excerpts that lead back to the full discussion.
Make a complex capability understandable by showing it, with questions that connect the demonstration to a buyer’s problem.
Bring a practitioner’s perspective into the discussion. Publish the exchange and use what it reveals to inform the next brief.
THE PERSON BEHIND THE QUESTIONS
Setpiece Insights is led by Michael O’Donnell, Ph.D.—a go-to-market practitioner working between technical teams, commercial teams and their customers.
His domain knowledge is in data and AI, with wider interests in business process automation, security and market analysis. He brings that technical understanding to interviews, content and the commercial questions behind them.
You work directly with Michael on the questions, the interpretation and the commercial story. Production requirements and any additional support are agreed with the brief.
Choose the next move in a fictional buyer conversation. Four decisions show the tradeoffs between describing a capability and making it useful to someone.
About three minutes. No registration. Authored examples.
ENGAGEMENTS & PRICING
Choose a scoped project or bring us into the working week at €1,200 per day.
Start with a fixed-fee diagnostic, scope a content or GTM project, or book agency support by the day. Larger programmes can be priced around the agreed scope and volume of work.
01 / ESTABLISH THE PRIORITY
€2,400 fixed project fee
Decide what to fix first: the audience, the proposition or the way your team explains the product.
Two delivery days covering one product and primary market. Agreed materials, one working session and one round of consolidated feedback.
02 / COMMISSION A PROJECT
By quotation agreed project fee
Commission an interview series, develop your positioning or create a set of sales resources around an agreed commercial objective.
One agreed brief and output list. Recording sessions, edits and review rounds defined upfront.
03 / EXTEND YOUR TEAM
€1,200 per day · time & materials
Content, interviews and product marketing support for an agreed allocation of days.
Use your allocation in hourly increments, billed in day-rate units. Larger programmes can be quoted separately.
Fees in EUR, excluding VAT where applicable. Additional products, audiences or deliverables are scoped separately.
CONTACT SETPIECE INSIGHTS
An interview series, a content programme or a proposition that needs a better commercial story?
Tell us what you sell, who you need to reach and where the current approach is falling short. We’ll use the first conversation to understand the requirement and whether we are the right agency to help.
Your website or product overview, the commercial question you want to resolve and any relevant deadline. A finished brief is not required.